SOUTHEAST Region Regional Composite REGIONAL DATA REPORT JAN – SEP 2015 vs. 2014

Methodology Categories: – Avocados – Total Produce: Includes avocados Timeframe: YTD Q3 (January – September) 2015 Average Selling Price (ASP) is not Advertised Retail Price – Average selling price = Dollars/Volume (Units) = Average price per unit Retail data provided by IRI / FreshLook Marketing – HAB's calculation based in part on data reported by Information Resources, Inc. through its Freshlook Service for the Avocado category for Multi-Outlet (MULO). Multi-outlet reporting includes an aggregation of the following channels: grocery, mass, club, drug, dollar and military. The information is believed to be reliable at the time supplied by IRI but is neither all-inclusive nor guaranteed by IRI. Without limiting the generality of the foregoing, specific data points may vary considerably from other information sources. – Important Note: IRI / FreshLook Marketing periodically restates retail data, therefore this review cannot be compared or used in conjunction with prior reviews 2

Southeast Region: Highlights - YTD Q3 Overview based on the following geography: – The Southeast Region captures the Markets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additional cities not included in those Markets 2015 vs. 2014, avocado dollars in Southeast grew +17% and trended ahead of the Total U.S. growth rate by +3 points – Avocado dollar growth rate outpaced total produce (+2%) by +15 points – During the same time, category volume grew +29% – Category average selling price (ASP) decreased -9% to $1.12/unit – Small Hass avocados (4046) drove category dollar growth, adding over +$13MM – Small Hass avocados also drove volume growth adding nearly +19MM units to the category Southeast posted dollar and volume velocities lower than the national average – Southeast averaged $286 and 255 units per store per week through Q

Southeast: YTD Q3 - Avocados vs. Total Produce 2015 vs. 2014, avocado dollars grew +17%, outpacing total produce (+2%) by +15 points Southeast held a 14% share of total produce dollars and a 11% share of avocado dollars 4 Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate (All Periods)

Southeast: YTD Q3 Avocado Retail Overview 2015 vs. 2014, Category dollars grew +17% – Units grew +29% 2015 vs. 2014, Category average selling price (ASP) decreased -9% to $1.12/unit 5 Southeast Avocado Sales Posted Double-Digit Growth Rates in Dollars and Units (2015 vs. 2014)

Southeast vs. Total U.S. - YTD Q3 PLU Comparisons Avocado dollar sales in SE increased +17% and trended ahead of the Total U.S. growth rate by +3 points – Volume increased +29%, +6 points ahead of Total U.S. Small Hass avocados (PLU 4046) drove dollar growth in SE, adding over +$13MM to the category – Small Hass avocados also drove category units, adding nearly +19MM units – Small Hass avocado ASP decreased -9% to $1.10/unit 6 Southeast Outpaced Total U.S. in Dollar and Volume Sales Growth Rates

Southeast: YTD Q3 Category Per Store Per Week Averages Southeast had the third lowest dollar velocity – Southeast averaged $286 per store per week through Q Southeast had the second lowest volume velocity – Southeast averaged 255 units per store per week through Q Lower Dollars and Units Per Store Per Week in Southeast Presents Opportunity for Growth

Southeast: 2013-Q1 through 2015-Q3 Units vs. ASP Retail Units – The peak quarter was 2015-Q3 at 47MM units when ASP was $1.11/unit – The lowest quarter was 2013-Q4 at 27MM units when ASP was at $1.24/unit ASP – Lowest ASP to date occurred during 2015-Q2, $1.10/unit – Highest ASP to date occurred during 2013-Q3 at $1.34/unit 8